Research On Scene Marketing Of Live Broadcast With Goods In Mobile Internet Era

The development of media technology has given birth to a new form of live broadcast.The combination of "live broadcast + e-commerce" has made up for the lack of product display on e-commerce platforms.The intuitive and three-dimensional two-way information interaction model has improved the sense of participation and experience of users,which has become the current One of the most popular marketing methods.With the disappearance of the demographic dividend and the problem of the platform facing traffic conversion,the huge economic liquidity contained in live streaming has become a new trend in the Internet industry,and live streaming has become the standard configuration of several popular platforms.With the advent of the mobile Internet era,the scene has become the core element,the value of the scene has been continuously highlighted,and the scene has gradually been applied to corporate marketing to create a lot of marketing results.In the mobile Internet era when scene marketing has become a new form of corporate marketing,can you The use scenario directly determines the effect and influence of marketing.Based on this,this article takes the live delivery of goods as the research object,and discusses the scene marketing of live delivery of goods in the era of mobile internet.This article uses the participation observation method,case study method and in-depth interview method,based on the scene and scene marketing theory,and will discuss the following questions: As a marketing method,how does the live delivery of goods use scenes for marketing? What kind of marketing effect did it produce? What strategy should be adopted to construct its marketing scene?This article is mainly divided into four parts to discuss.The first part first introduces the background and development status of the rise of live streaming in the era of mobile internet,and points out that scene marketing is the core marketing method for live streaming.The second part is based on the theory of scene and scene marketing and the analysis framework of scene marketing,combined with the observation of several popular domestic platforms such as Taobao,Jingdong,Douyin,and Kuaishou,and the collation of relevant cases and interview records,and analysis of live broadcasts with goods The construction methods of entry scenes,consumption scenes and payment scenes and the marketing effects they produce;the third part is based on the analysis of different types of scene construction methods,and found the problems in the current live broadcast scene marketing;the fourth part is the analysis above On the basis of this,it is proposed that different scene construction strategies should be adopted from the three dimensions of the entrance scene,the consumption scene and the payment scene.This article studies the relationship between live streaming delivery scenes and marketing,hoping to provide corresponding reference meaning for the sustainable development of live streaming delivery scenes or other companies' scene marketing.